Label Love: Private Persons

Russia is a snowy place, so it makes sense that cold, industrial-fueled techno is thriving in the counties unruly underground circles. On track to release their twelfth record mid-next month, Moscow’s Private Persons crew is a wax outlet that should be on your radar. Their blend of non-conformist techno has been supported behind the decks of Aphex Twin, and a growing list of well-known artists are solidifying the label as a consistent stock on shop racks across the globe.

Sidenote, not sure it needs to be said, but going to set the tone for ‘Label Love’ going forward. As far as random shout outs go, this series is on the far side of the disorganized spectrum. A quick nod to Private Persons in specific, we don’t need a record to share stoke about this growing catalog. Without much rhyme or reason, Label Love is a testament to labels we dig old records just as much as new. Start with this one from Art Crime.

A brief history: Private Persons actually debuted back in 2016 with Queen-based alter of J. Albert, Gazatech. Quick support from the (now-defunct) Boiler Room Debuts project, got the new imprint on the radar. Timeless late nite techno ensured it stayed there. A steady stream of reviews from the techno-blogosphere allowed the consistent label to chip away at a successful enterprise. It’s a simple formula, white labels + digestible techno is really something for everyone. Without sticking to a single sound, each record raises eyebrows while being a versatile crate weapon for the warehouse circuit.

As the catalog grew so did the names contributing as the crew quickly attracted well-known names to the release roster. L.I.E.S. regular Florian Kupfer and electro innovator both landed on Private Persons within a year and a half from launch. They’re confidently balancing global talent while supporting local shakers like Art Crime who’s been described as ‘one of the more enigmatic figures’ in the Moscow scene. What strings were pulled to deliver this delicate balance of global name while keeping it real for the home town? It’s a mystery, I guess.

Now steaming into release number twelve, the quiet label continues to surprise with fellow-countrymen and 17 Steps signees, Formally Unknown. The St.Petersburg-based duo tap into their knack for unique percussion for a deeper-than-normal techno record that fits right at home on Private Persons. Due out in mid-May this marks their third for the year, evidence of an aggressive schedule in comparison to the indie standard.

Neatly stamped white labels bearing a single logo of ‘release/album/cover art’ are becoming a sure sign of essential techno. With strong support from innovative musicians and influential press, it’s safe to say that Private Persons is here for the long haul. Bearing the resemblance of a techno-heavy R&S, I hope to see Private Persons consistency and attention to detail as a benchmark for new labels everywhere.

Grab what’s left of the Private Persons back stock here